How To Master CEO Branding & Executive Communication: Strategies You Need To Know
Your CEO’s and executive communication could be the most underutilized asset in your business. Here’s how to fix that—today.
Years ago I was working with a client in the midst of a CEO transition. The incoming leader was brilliant but quiet—a sharp contrast to the outgoing CEO, who thrived on public speaking and charisma.
I knew that unless we addressed the new CEO’s communication style, both internally and externally, the company would lose momentum. We had to get the messaging right, or risk a bumpy transition. When it comes to leadership, how a CEO communicates can either build or break a company’s reputation.
The role of a CEO is no longer confined to boardrooms and quarterly reports. In today’s hyper-connected world, CEOs are public figures with the power to shape public perception, attract talent, and steer a company’s culture.
Whether they’re introverts or natural storytellers, every CEO must have a strong communication strategy that is authentic and transparent. In fact, research shows 82% of employees trust their company more when the CEO communicates directly with them. With the right tools and tactics, any CEO can enhance their communication to strengthen both internal morale and external brand reputation.
Here are three ways to improve your CEO’s communications strategy—right now.
Master the Art of Vulnerability
Today’s leaders need to be relatable. Vulnerability isn’t about sharing personal struggles for the sake of it, but about opening up in a way that resonates with both employees and the public. Take a page from the playbook of CEOs like LinkedIn’s Ryan Roslansky, who publicly shared his fears and uncertainties during the pandemic. His openness fostered trust and created a strong sense of unity across LinkedIn’s workforce.
But what if your CEO isn’t naturally comfortable with being vulnerable? Start by encouraging them to share small, personal anecdotes or reflections that relate to their professional experiences. Whether it’s a lesson learned from a business failure or a personal story about a challenging moment, these insights can humanize a leader and make them more approachable.
Actionable Tip:
Create a content calendar where your CEO can regularly share personal updates or reflections on company milestones, challenges, or broader industry insights. Use platforms like LinkedIn or internal newsletters to amplify these messages.
Leverage Social Media for Authentic Engagement
Social media is a powerful tool for amplifying a CEO’s voice, but the key to success is using it to engage authentically—not just to broadcast corporate speak. According to the Edelman Trust Barometer, 76% of people expect CEOs to take a stand on societal issues, and those who do are viewed more favorably by both consumers and employees. The digital age demands that leaders show up where their stakeholders are—online, in real-time.
Yet, many CEOs are hesitant to engage on social platforms due to concerns about “saying the wrong thing” or coming across as overly corporate. Here’s the secret: you don’t have to have all the answers. Engage in conversations, ask questions, and respond thoughtfully to what your audience cares about. Use LinkedIn, Twitter, and even Instagram to share thoughts on industry trends, company culture, and personal experiences.
Actionable Tip:
Help your CEO build a regular social media presence by starting small. Schedule weekly posts on a platform where they feel most comfortable. Curate content that reflects their personal brand and showcases their expertise in the industry. Encourage them to comment on relevant industry news, share thoughtful opinions, and recognize their team’s achievements publicly.
Turn Crisis Into Opportunity
In the age of transparency, CEOs are expected to be the steady hand in the storm. How they respond during a crisis can either solidify their leadership or unravel the company’s reputation. We’ve seen this play out countless times—companies that failed to address crises head-on often lost the trust of employees, stakeholders, and the public. One of the most critical elements of a successful CEO communications strategy is preparing for the worst before it happens.
I’ve worked with CEOs facing several high-stakes moments, from executive transitions, to disgruntled customers and product failures to layoffs. What keeps a company’s reputation intact during hard times is proactive communication—both internally and externally. Being transparent about the challenges, addressing employee concerns directly, and managing the media narrative helped maintain trust and morale.
Actionable Tip:
Develop a crisis communication playbook for your CEO. This should include draft messaging templates for various scenarios—whether it's a product recall, a data breach, or bad press. Regularly review this playbook to ensure it’s up-to-date with the company’s evolving landscape and make sure the CEO knows the key steps to take in any crisis.
CEO communication is a long game that requires consistency, authenticity, and strategy. From sharing vulnerabilities to engaging on social media and leading through crises, effective communication can elevate a CEO’s leadership and, by extension, the company’s success.
Don’t wait for the next big moment to optimize your CEO’s communication strategy. Start now, a
and build an executive brand strategy that sets the narrative intentionally and inspires trust every step of the way. If there’s one takeaway from my years working with CEOs, it’s this: the way a leader communicates can change the course of a company’s future.